Natera
Natera offers highly accurate solutions for noninvasive prenatal testing (NIPT), genetic-carrier screening, (PGD/PGS), and miscarriage testing.
Constellation Campaign
Develop an umbrella look and feel for the marketing program to promote the new NIPT testing platform, Constellation, while highlighting the local availability of Natera’s precise and sophisticated technology.
Round 1 Concepts
Option 1
• Technology that better distinguishes signal from noise
• “Eclipse” harkens to the product name, Constellation
Option 2
• Partner with Natera and become a leader in genomic testing
• Validates the perceived value of the lab and its sophistication
Round 2 Testing
Email to encourage participation qualitative and quantitative Survey Monkey
Quantitative Survey Monkey results: Eclipse the Noise
Quantitative Survey Monkey results: Eclipse the Noise
Eclipse the Noise feedback ranged from: “confused,” “too technical," and “not enough info” to “amazing,” “stunning,” and “encouraging." Eclipse the Noise was most attention-getting and conveyed “Natera as the provider of proven science,” which satisfied the client ask.
“Future-Proof Your Lab” visual come across as staid and less intriguing.
Round 3 Execution
Because "Future-proof your lab" messaging was well received in qualitative testing, the final execution combined both concepts.